Rini, Sela Stiyo (2023) Pengaruh Tren Tagar #RacunTikTok, Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian di Marketplace TikTok Shop (Studi pada Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the description of the variable trend of the hashtag #racunTikTok, online customer reviews, online customer ratings, and purchase decisions on the TikTok marketplace, and analyze the simultaneous and partial effects of the variable trend of the hashtag #racunTikTok, online customer reviews, online customer ratings on purchasing decisions. on the TikTok Shop marketplace for students at Merdeka University Malang. The method used in this research is quantitative data analysis. The sampling technique used is non-probability sampling with purposive sampling. Data collection was carried out by distributing questionnaires via the Google form. Data processing was carried out using the SPSS 25 program. The results of data analysis showed that the hashtag trend #racunTikTok is a category of popular video trends regarding interesting reviews of a product, unboxing videos created by content creators to poison the minds of viewers to buy the product being promoted. Online customer review is a feature on the marketplace in the form of good or bad reviews given by consumers as a form of satisfaction level for a product that has been purchased. Meanwhile, online customer rating is a form of assessment shared by customers with sellers for performance at online stores. The trend variables for the hashtag #racunTikTok, online customer reviews, and online customer ratings simultaneously and partially have a positive and significant effect on purchasing decisions in the TikTok Shop marketplace for University of Merdeka Malang students. The hashtag trend variable #racunTikTok has a more dominant influence on purchasing decisions in the TikTok Shop marketplace for University of Merdeka Malang students, while online customer rating has no dominant effect on purchasing decisions on the TikTok Shop marketplace for University of Merdeka Malang students.

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